Branded Content

MAwards

Marketing Awards: The winners

The full roster of Gold, Silver, Bronze and Best of Show honourees from the 2017 Marketing Awards.

VSScreener

Cossette wins big at 2017 Marketing Awards

“VS” and “Bring Back the Bees” take top honours, with Lg2, Sid Lee, Leo Burnett and Rethink also winning Gold.

Michael Letsche

Selling bold ideas up the chain

How a focus on business problems helped BMO take on a risky marketing initiative.

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How BMO is fishing where the fish are

One of the bank’s top marketers offers a look at how its partnership with Vice Money came to life.

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When social content does the heavy lifting

Here’s how three brands are laddering up their branded content to make sure it links back to business results.

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Telus assembles a team of storytellers

The telco moves into online docs that highlight the social causes it champions.

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The List: Wattpad’s evolving influence

We’re rolling out our choices for the top news-making and innovative companies of the year. Here, we look at the platform’s strategy for global content partnerships.

Carmilla

U by Kotex makes a movie

The popular Carmilla web series will be made into a feature film next year.

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HBC collaborates for beauty

The “You Can” platform brings the in-store makeup artists from multiple brands together for a series of tutorial videos.

RBC

RBC’s deeper dive into film

The brand’s marketing evolves with new doc spots featuring Team RBC golfers sharing the sport’s challenges.

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Dos Equis finds new ways to be interesting

Sandbox’s first major Canada-specific work for the beer is a branded content series putting people into extraordinary jobs around the world.

Pacific Content

Enter the branded podcast

Millennials are hooked on the digital version of old-timey radio serials. Here’s how brands are playing along.

angela cuneo

Culture shock

L’Oreal, Mondelez and FGL sports are trying to infuse new thinking with a jolt of hands-on learning.

BCON EXPO 2016

Creating killer branded content: Five lessons from BCON Expo 2016

From working with influencers to taking cues from TV pilots, here are some key takeaways from yesterday’s conference.

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How RBC brought its millennial series to life

Canada’s biggest bank went for entertainment over the hard sell with V Morgan is Dead.